Index
К оглавлению1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 1617 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33
34 35 36 37
action, value and, 56–57
actionability in cold calling, 154
activities, in proactive equation,
29–32
agenda, in second thirty-second
speech, 140
aggressiveness, 8–9, 153–156
agreement, in thirty-second
speech, 84
brand, value of, 56
bridge question, 124, 127
buying process
buyer’s steps in, 100–101
controlling call in, 101–102,
103–107
creating action in, 102
time and, 115–120, see also
time; time entries
transfer of ownership in, 101,
109–113
CART rules for cold calling,
154–155
CEOs, language of, 49
change
resistance to, fighting,
158–159
selling, 65–68
cold calls/calling, 1–2
beginning of, 75–98, see also
thirty-second speech
buying process in, 99–120, see
also buying process
CART rules of, 154–155
converting into warm calls,
15–17
converting maybes into orders
in, 31–32
end of, 121–128
fear of, overcoming, 4–5
to low-level prospects, 29–30
middle of, 99–120, see also
buying process
as numbers game, 21–25
numerical evaluation of,
22–25
1-3-5 rule for, 155–156
summarize, bridge, and pull
in, 121–128
thirty-second speech in,
75–98, see also
thirty-second speech
tools for, 73–159
volume of, low versus high,
30
widening base for, 30–31
conciseness in cold calling, 154
cost/revenue/value language,
48–49
decision, in buying process, 101
denial of need, 130
signs of, 131–132
education, in buying process,
100
e-mail message, thirty-second
speech and, 95–98
e-mails, total, ratio of, to
connected, 22
execution of sale, 69–72
expertise, in gaining leverage,
18–19
fax, thirty-second speech and,
95–98
fear, of cold calling,
overcoming, 4–5
feature/function language,
46–48
forward looking perspective on
time, 58
goals
for prospecting, 158
prospect’s, in second
thirty-second speech, 139
reactive, 27
in targeting prospects, 18
headline
in thirty-second speech, 84
when leaving message, 96
implementation date, 31–32
influence, creating, in targeting
prospects, 18
initial interest, in buying
process, 100
language, 45–52
of CEOs, 49
of first-level managers and
specialists, 46–48
matching to prospect, 51–52
perspective and, 105–107
of vice presidents, 48–49
leverage, gaining, 18–20
management, contact made
with, in cold-call
evaluation, 24
managers, first-level, language
of, 46–48
marketing material, us to them
ratio in, 14
market size and share language,
49
“May I ask” opening, for thirtysecond
speech, 84
motivation, value of, 55–56
next step calls, in cold-call
evaluation, 23–24
“no”
handling, 129–134
no help, 130, 132
no hurry, 130, 133
no need, 130, 131–132
no trust, 129, 131
types of, 129–134
obnoxiousness, aggressiveness
compared with, 9
1-3-5 rule for cold calling,
opportunistic value of time, 58,
117
permission, requesting, in
thirty-second speech, 85–86
persistence, 9–10
perspective, in prospecting,
105–107
positive attitude, 7–8
PowerHour_, 41–43
preparation, for sales execution,
70–71
preventative value of time, 117
proactive equation, 27–32
activities in, 29–32
skills in, 28
proactive measures, 27
ProActive Sales Matrix_,
35–39
prospect(s)
goals of, in second thirtysecond
speech, 139
having passion about, 69–70
language of, 45–52, see also
language
needs and interests of, focus
on, 11–14
targeting, 17–18, 37–39
prospecting
buying process in, 99–128, see
also buying process
cold calling in, 1–2, see also
cold calls/calling
following up in, 135–159
implementing technique in,
157–159
need for, 3–4
as numbers game, 21–25
second thirty-second speech
in, 137–141
summarize, bridge, and pull
in, 121–128
thirty-second speech in,
75–98, see also thirtysecond
speech
TripTik® in, 143–148
prospector
heavy, PowerHour_ for,
43
medium, PowerHour_ for,
42
occasional, PowerHour_ for,
42
pull at end of cold call, 124–125
question(s)
asking, in transfer of
ownership, 110–111
in gaining leverage, 19
in sales execution, 71
rapport, building, 12–13
rationalization, in buying
process, 101
reactive goals, 27
reference
in thirty-second speech, 83
when leaving message, 96–97
reference calls, in cold-call
evaluation, 24–25
repeatability in cold calling, 154
restorative value of time, 58, 117
return on investment (ROI),
value of, 54
risk, avoidance of, value of, 55
sales call, us to them ratio in,
13–14
sales TripTik®, 143–148
skills, in proactive equation, 28
solution box, 61–63
two-way, in transfer of
ownership, 111–113
solution path in sales process,
149–150
indications for use of, 151
solutions, selling, 59–63
stall, preventing, 71–72
summarize, bridge, and pull
(SBP), 121–128
talk time, in cold-call
evaluation, 22–23
targeting prospects, time
management and, 37–39
thirty-second speech, 75–98
agreement in, 84
Index 161
asking permission in, 85–86
bridge phrases in, 79–80
e-mail and, 95–98
fax and, 95–98
headline in, 84
introduction in, 77, 78
leaving as message, 95–98
“May I ask” opening for, 84
opening of, variations in,
83–86
reference in, 83
rule of three for, 76–80
second, 137–141
summarizing and flipping in,
80–81
summarizing and flipping
variations in, 91–93
voicemail and, 95–98
“What’s in It for Me” in,
77–80
“What’s in It for Me”
variations in, 87–89
time
forward looking perspective
on, 58
opportunistic value of, 58,
117
preventative value of, 117
restorative value of, 58, 117
value of, 54, 57–58
time demo, 118–120
time dimension, 115–117
time direction, 117–118
time-in person, 115–116, 117
timeliness
in cold calling, 155
in targeting prospects, 18
time management, 33–43
perspective on, 33–34
PowerHour_ in, 41–43
ProActive Sales Matrix_ in,
35–39
targeting prospects in, 37–39
time-through person, 116, 117
transfer of ownership
asking questions in, 110–111
in buying process, 101,
109–113
two-way solution box in,
111–113
TripTik®, sales, 143–148
trust, lack of, 129
signs and symptoms of, 131
value criteria, 54–58
value difference, 67–68
value path in sales process, 150
indications for use of, 151
values, of prospects
matching language to, 45–52
selling to, 53–58
value statement, in gaining
leverage, 20
vice presidents, language of,
48–49
voicemail, thirty-second speech
as, 95–98
warm calls, converting cold
calls into, 15–17
“What’s in It for Me” (WIIFM) in
thirty-second speech, 77–80
variations in, 87–89
action, value and, 56–57
actionability in cold calling, 154
activities, in proactive equation,
29–32
agenda, in second thirty-second
speech, 140
aggressiveness, 8–9, 153–156
agreement, in thirty-second
speech, 84
brand, value of, 56
bridge question, 124, 127
buying process
buyer’s steps in, 100–101
controlling call in, 101–102,
103–107
creating action in, 102
time and, 115–120, see also
time; time entries
transfer of ownership in, 101,
109–113
CART rules for cold calling,
154–155
CEOs, language of, 49
change
resistance to, fighting,
158–159
selling, 65–68
cold calls/calling, 1–2
beginning of, 75–98, see also
thirty-second speech
buying process in, 99–120, see
also buying process
CART rules of, 154–155
converting into warm calls,
15–17
converting maybes into orders
in, 31–32
end of, 121–128
fear of, overcoming, 4–5
to low-level prospects, 29–30
middle of, 99–120, see also
buying process
as numbers game, 21–25
numerical evaluation of,
22–25
1-3-5 rule for, 155–156
summarize, bridge, and pull
in, 121–128
thirty-second speech in,
75–98, see also
thirty-second speech
tools for, 73–159
volume of, low versus high,
30
widening base for, 30–31
conciseness in cold calling, 154
cost/revenue/value language,
48–49
decision, in buying process, 101
denial of need, 130
signs of, 131–132
education, in buying process,
100
e-mail message, thirty-second
speech and, 95–98
e-mails, total, ratio of, to
connected, 22
execution of sale, 69–72
expertise, in gaining leverage,
18–19
fax, thirty-second speech and,
95–98
fear, of cold calling,
overcoming, 4–5
feature/function language,
46–48
forward looking perspective on
time, 58
goals
for prospecting, 158
prospect’s, in second
thirty-second speech, 139
reactive, 27
in targeting prospects, 18
headline
in thirty-second speech, 84
when leaving message, 96
implementation date, 31–32
influence, creating, in targeting
prospects, 18
initial interest, in buying
process, 100
language, 45–52
of CEOs, 49
of first-level managers and
specialists, 46–48
matching to prospect, 51–52
perspective and, 105–107
of vice presidents, 48–49
leverage, gaining, 18–20
management, contact made
with, in cold-call
evaluation, 24
managers, first-level, language
of, 46–48
marketing material, us to them
ratio in, 14
market size and share language,
49
“May I ask” opening, for thirtysecond
speech, 84
motivation, value of, 55–56
next step calls, in cold-call
evaluation, 23–24
“no”
handling, 129–134
no help, 130, 132
no hurry, 130, 133
no need, 130, 131–132
no trust, 129, 131
types of, 129–134
obnoxiousness, aggressiveness
compared with, 9
1-3-5 rule for cold calling,
opportunistic value of time, 58,
117
permission, requesting, in
thirty-second speech, 85–86
persistence, 9–10
perspective, in prospecting,
105–107
positive attitude, 7–8
PowerHour_, 41–43
preparation, for sales execution,
70–71
preventative value of time, 117
proactive equation, 27–32
activities in, 29–32
skills in, 28
proactive measures, 27
ProActive Sales Matrix_,
35–39
prospect(s)
goals of, in second thirtysecond
speech, 139
having passion about, 69–70
language of, 45–52, see also
language
needs and interests of, focus
on, 11–14
targeting, 17–18, 37–39
prospecting
buying process in, 99–128, see
also buying process
cold calling in, 1–2, see also
cold calls/calling
following up in, 135–159
implementing technique in,
157–159
need for, 3–4
as numbers game, 21–25
second thirty-second speech
in, 137–141
summarize, bridge, and pull
in, 121–128
thirty-second speech in,
75–98, see also thirtysecond
speech
TripTik® in, 143–148
prospector
heavy, PowerHour_ for,
43
medium, PowerHour_ for,
42
occasional, PowerHour_ for,
42
pull at end of cold call, 124–125
question(s)
asking, in transfer of
ownership, 110–111
in gaining leverage, 19
in sales execution, 71
rapport, building, 12–13
rationalization, in buying
process, 101
reactive goals, 27
reference
in thirty-second speech, 83
when leaving message, 96–97
reference calls, in cold-call
evaluation, 24–25
repeatability in cold calling, 154
restorative value of time, 58, 117
return on investment (ROI),
value of, 54
risk, avoidance of, value of, 55
sales call, us to them ratio in,
13–14
sales TripTik®, 143–148
skills, in proactive equation, 28
solution box, 61–63
two-way, in transfer of
ownership, 111–113
solution path in sales process,
149–150
indications for use of, 151
solutions, selling, 59–63
stall, preventing, 71–72
summarize, bridge, and pull
(SBP), 121–128
talk time, in cold-call
evaluation, 22–23
targeting prospects, time
management and, 37–39
thirty-second speech, 75–98
agreement in, 84
Index 161
asking permission in, 85–86
bridge phrases in, 79–80
e-mail and, 95–98
fax and, 95–98
headline in, 84
introduction in, 77, 78
leaving as message, 95–98
“May I ask” opening for, 84
opening of, variations in,
83–86
reference in, 83
rule of three for, 76–80
second, 137–141
summarizing and flipping in,
80–81
summarizing and flipping
variations in, 91–93
voicemail and, 95–98
“What’s in It for Me” in,
77–80
“What’s in It for Me”
variations in, 87–89
time
forward looking perspective
on, 58
opportunistic value of, 58,
117
preventative value of, 117
restorative value of, 58, 117
value of, 54, 57–58
time demo, 118–120
time dimension, 115–117
time direction, 117–118
time-in person, 115–116, 117
timeliness
in cold calling, 155
in targeting prospects, 18
time management, 33–43
perspective on, 33–34
PowerHour_ in, 41–43
ProActive Sales Matrix_ in,
35–39
targeting prospects in, 37–39
time-through person, 116, 117
transfer of ownership
asking questions in, 110–111
in buying process, 101,
109–113
two-way solution box in,
111–113
TripTik®, sales, 143–148
trust, lack of, 129
signs and symptoms of, 131
value criteria, 54–58
value difference, 67–68
value path in sales process, 150
indications for use of, 151
values, of prospects
matching language to, 45–52
selling to, 53–58
value statement, in gaining
leverage, 20
vice presidents, language of,
48–49
voicemail, thirty-second speech
as, 95–98
warm calls, converting cold
calls into, 15–17
“What’s in It for Me” (WIIFM) in
thirty-second speech, 77–80
variations in, 87–89